New in the case: brown butter sea salt caramels. Stirred by hand, cut by hand, salted by hand. Link in bio.
Sample work — illustrative example, not a real client.
Chocolatier or candy shop / SAMPLE WEEK
Example: Quillmoor Confections
A weekly "what's new in the case" email for gift-box buyers, from one short phone call.
The source recording
A 10-minute phone interview with Sofi, our interviewer, and the owner: what's new in the case this week, how one candy is made, which gift box to send to whom, and the shop's holiday ship-by dates. No recording or writing needed from the shop.
We stir every batch of caramel by hand until it turns the color of an old penny.
ILLUSTRATIVE QUOTE CARD / Quillmoor Confections
01 / NEWSLETTER
New in the case: brown butter sea salt caramels (and our holiday ship-by dates)
Subject: New in the case: brown butter sea salt caramels (and our holiday ship-by dates)
Preview text: Plus which gift box to send your boss, your neighbor and your sister.
Hi friend,
This week's new batch is our brown butter sea salt caramel, and it came out of the kettle on Tuesday.
How we make it. We brown the butter first, then stir the caramel by hand until it turns the color of an old penny. We pour it, let it set overnight, cut it by hand and finish each piece with a few flakes of sea salt.
Which box for whom. The 9-piece Holiday Box is for your neighbor or your kid's teacher. The 24-piece Gathering Box is for the office or your sister's family. For clients and teams, our corporate gift boxes can ship to a whole list.
Ship-by dates. To arrive by Christmas, order standard shipping by December 12 or express by December 18. Corporate lists are due by December 1.
See you next week,
The Quillmoor kitchen
[Shop the Holiday Box] [Send a corporate gift]
02 / BLOG EXCERPT
Why we stir our caramel by hand until it turns the color of an old penny
Good caramel is mostly patience. We start by browning the butter, which gives it a nutty, toasty flavor. Then we stir the pot by hand the whole time, because caramel can go from perfect to burnt in less than a minute.
We watch the color, not just the thermometer. When it looks like an old penny, it's ready. It sets overnight, we cut it by hand the next morning and each piece gets a few flakes of sea salt.
You'll find the new batch in the case this week and in our Holiday Box.
03 / SOCIAL POSTS
Four ways to keep the conversation going.
04 / GRAPHICS (TEXT + GRAPHICS PLAN)
The same week, as branded graphics.
On the Text + Graphics plan, the same episode also becomes 3-5 graphics a week in your colors: quote cards, a carousel and a blog header.
- A "New in the case" card with the shop's own photo of the new candy and one line on how it's made
- A "Which box for whom" gift guide card with the shop's real box names
- A ship-by dates card using only the dates the shop confirms
Illustrative sample for a fictional chocolate and caramel shop. The ship-by dates and box names are examples; real issues use only the shop's own dates. No health, allergen or dietary claims, and no sales results promised.
New: a holiday gift newsletter plan for chocolatiers and candy makers